HEARTGINGERS by Ogilvy Cape Town for Stimorol

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HEARTGINGERS

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Industry Chewing-Gum
Media Promo & PR, Case study
Market South Africa
Agency Ogilvy Cape Town
Executive Creative Director Chris Gotz
Art Director Matthew Pullen, Emma Butlin
Copywriter Craig Ross, Dean Paradise
Strategic Planner Jayne Holness
Released September 2012

Credits & Description

Category: Best Use of Social Media
Advertiser: KRAFT FOODS
Product/Service: SWEET
Executive Creative Director: Chris Gotz (Ogilvy Cape Town)
Copywriter: Craig Ross (Ogilvy Cape Town)
Copywriter: Dean Paradise (Ogilvy Cape Town)
Art Director: Emma Butlin (Ogilvy Cape Town)
Art Director: Matthew Pullen (Ogilvy Cape Town)
Account Director: Awie Erasmus (Ogilvy Cape Town)
Account Executive: Alexis Leih (Ogilvy Cape Town)
Account Director (PR): Lee Nelson (Ogilvy Cape Town)
Strategic Planner: Jayne Holness (Ogilvy Cape Town)
Social Media Director: Chris Rawlinson (Ogilvy Cape Town)
Director Events and Activations: Derek Davis (Ogilvy Cape Town)
Project Manager: Catherine Brewis (Ogilvy Cape Town)
Media placement: Social Media - Facebook, Twitter, YouTube - October 2010
Media placement: Press Release - Incl. Between10and5, Silobreaker, MusicalMover&Shaker, CaptainCrawl, Mahala, Don - 23 - 26 November 2010
Media placement: Media Pack - Women24 (Lili Radloff); HeartFm (Paul Snodgrass); 5fm (DJ Fresh; Sias Du Plessis - November 2010
Media placement: Radio Interviews - 5fm And HeartFm - 12 And 24 November 2010
Media placement: Facebook Ads - 5 Ads - Targeted At Capetonian Facebook Pages - 24 November 2010
Media placement: Live Reads - 5fm - 24 November 2010
Media placement: Guerrilla Marketing - Stickers - In And Around Cape Town - October And November 2010
Media placement: Ginger Flash Mob - Synergy Music Festival - 27 November 2010
Media placement: Blogs - Between10and5, Bettywantsin, Abduzeedo, Wikio, Entertainmentafrica - December 2010

Summary of the Campaign
We needed to distribute 40,000 packs of Orange Mint samples in a crazy, cool fashion that would leverage Stimorol’s brand and give them great exposure. Orange Mint was not the most popular sub brand, so we used that exact product intrinsic - its distinctly orange flavour and noticeable orange packaging – as way of leveraging the campaign amidst the very hot and topical subject in the media: gingers. So we arranged a flash mob of orange-haired people to hand out the Orange Mint gum at Synergy Music Festival. We used blogs, social media, radio and guerrilla marketing to recruit the gingers and position Stimorol with a fresh angle, as loving and supportive of the oppressed ginger community. In the end we transformed our Orange Mint sampling campaign into a pro-ginger movement. We achieved the original goal by distributing all the gum, but we did so in a way that leveraged Stimorol’s brand, gave them great exposure on numerous blogs and websites, strengthened the consumers’ perception of them as a fun and quirky brand, and made a positive impact on the negativity surrounding ginger-haired people.

The Situation
We needed to distribute 40,000 packs of Orange Mint samples in a crazy, cool fashion that would leverage Stimorol’s brand and give them great exposure. Orange Mint was not the most popular sub brand, so we used that exact product intrinsic - its distinctly orange flavour and noticeable orange packaging – as way of leveraging the campaign amidst the very hot and topical subject in the media: gingers.

The Goal
We needed to recruit enough orange haired people to hand out 40,000 Orange Mint gums at Synergy Music festival. Our target audience are young, outgoing, social and very much in touch with what’s happening in popular culture. Hence we positioned Stimorol with a fresh angle, as loving and supportive of the oppressed and discriminated ginger community.

The Strategy
We created a movement for gingers that ultimately mobilised ginger-haired people to be part of our sampling campaign at a major music festival. PR’s role was to amplify the efforts of a seeding campaign, a vital component designed to create hype and generate interest in the movement before the actual sampling exercise.

Execution
We started by creating social media pages for gingers and pro-gingers, the movement was called HeartGingers. We used this as a base for our campaign and for recruitment for the ginger flash mob. We used user-focused Facebook ads, popular blogs and guerrilla marketing, to recruit our ginger army. We targeted celebrity gingers and opinion leaders who run popular blogs, sending them personalised media packs and contacting them via twitter and facebook. We also visited popular local radio stations to spread the message. We even got a known ginger-hater DJ to deliver a live read for the cause. We finally gathered enough gingers - via our Facebook page and Gmail account – and set over a hundred fiery gingers loose at the Synergy Music Festival.

Documented Results
We transformed what could have just been an Orange Mint sampling campaign into a pro-ginger movement. We achieved the original goal by distributing all the gum, but we did so in the a way that leveraged Stimorol’s brand, gave them great exposure on numerous blogs and websites, and strengthened the consumers’ perception of them as a fun and quirky brand. The campaign also made a positive impact on common perception of ginger-haired people. Roughly 6,000 people were exposed to the flash mob at Synergy and it generated an estimated R586,000 worth of PR on radio alone - helping Stimorol maintain their position as the number one chewing gum brand in the country.